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12 Ways to Use Marketing Effectively for the Food Industry

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12 Ways to Use Marketing Effectively for the Food Industry

To elevate your F&B marketing efforts, consider stepping beyond routine tasks and delegating certain business functions outside your company. Bringing in fresh perspectives can provide the innovative approach your business needs to stand out. Outsourcing specific tasks to experts can lead to more creative solutions, improved efficiency, and ultimately, greater success in your marketing campaigns.

 

What types of businesses do these tips apply to?

Seasonal stores and Pop ups

These businesses thrive on capturing the interest of customers during specific times of the year or for limited periods. Effective marketing can help create a buzz and draw in crowds. Utilise these tips to make a lasting impression, ensuring that even after your pop-up or seasonal event ends, your brand remains memorable.

 

Home based F&B

Home-based food and beverage businesses often operate with limited resources and need to make every marketing effort count. Implementing these strategies can help you reach a wider audience, build a loyal customer base, and establish a strong presence in your community, all from the comfort of your home kitchen.

Restaurants and Cafes

For established eateries, these marketing tips can help you refresh your brand, attract new customers, and maintain engagement with your existing patrons. Whether you’re a cosy café or a bustling restaurant, staying innovative with your marketing approach can keep your business thriving in a competitive market.

Image: 8 Days Singapore

By tailoring these marketing strategies to fit your specific business model, you can achieve greater visibility, customer engagement, and overall success in the food and beverage industry.

 

1. Consistently work with influencers and food bloggers to try your food

When I say consistent, I mean adhering to at least 3 or more influencers per month. Many times, I see brands engage influencers on a one-off basis to ‘try it out’. And because the engagement is so little, there is hardly much impact made to really see traction from the influencer(s).

If you are a small business and do not have time or the manpower to manage this, work with targeted platforms that can do this for you at a small cost.

An Example will be Yoripe

Yoripe

 

Yoripe, a digital platform that allows users to connect, share recipes and get inspirations for meals targeting home cooks, bakers and foodies. Each ingredient is linked to the location where the product can be bought. And that is where brands can leverage this to increase product sales and have content created for them by Yoripe’s creators, chefs and influencers.

With content created by users, your brand will increase its credibility and you can repurpose positively reviewed content across your owned channels as well, killing two birds with one stone. 

 

2. Move your menu online

Online menus are not only becoming more common — due to Covid-19, they are also becoming more critical to your F&B business’ success. Investing in an e-menu will help prospects who are looking for a place to eat find you. It also allows them to screenshot and share your menu with others, hence enabling you to acquire new customers. Using Shopify as a platform will also enable you to build your restaurant’s menu online by add products and prices to your online store. Your menu items can also include descriptive titles and accurate descriptions.

With a nicely design e-menu, it will improve your overall dining experience from awareness to conversion. On top of that, if you are offering delivery or take away services, being able to check out directly from your e-menu will help shorten the steps required to checkout, making it a lot easier and smoother for your customers.

Image: Macdonalds AU

 

3. Collaborate with others in your industry

Forge partnerships with other businesses in your industry to mutually enhance your brand’s reach and credibility. Offer to contribute valuable content or insights in exchange for a backlink or a feature on their website, email newsletter, or social media channels. These collaborations can include guest blog posts, joint promotions, or co-hosted events, providing exposure to each other’s audiences. By building these strategic alliances, you not only gain valuable backlinks that improve your SEO but also increase your brand awareness and credibility through association with other reputable businesses.

 

Netflix & Chilll'd Ice Cream

Image: Ben & Jerry’s

 

Meat Smith and Jack Daniels

Image: Meat Smith x Jack Daniel

 

4. Place your product in highly used contexts like Chope, Hungrygowhere, Yelp and etc.

Maximise your product’s visibility by listing it on highly frequented platforms such as Chope, HungryGoWhere, and Yelp. These food sites hold significant influence in the industry, attracting large audiences who rely on them for dining recommendations. By utilising these networks, you can tap into a vast pool of potential customers. Ensure your reviews and listings are well-managed and up-to-date to make the most of these platforms’ reach. Positive reviews and high ratings on these sites can draw considerable crowds to your establishment, enhancing your brand’s reputation and driving more business your way.

vendor_logos

 

5. Write and issue press releases to your local media

Use sites like PRWeb or PR Newswire to reach out to editors at newspapers, magazines, radio stations, and television stations. These distribution services may lead to your news getting syndicated by all your local or regional media outlets. Or, engage a PR Company that has the resources and contacts to get the word out faster, saving you time.

 

6. Google My Business for F&B is underestimated

Go beyond the basic setup to include

  • High quality content and images
  • Ask for reviews from happy customers (Have a reputation management strategy)
  • Make sure hours are updated 
  • Make sure your reservation CTA is highlighted

Five Oars Google Search

Image: Five Oars Google Search

 

7. Capitalise on Geo-Targeting across Google and FB/IG

Maximise your reach to local audiences by leveraging geotargeting ads on Facebook, Instagram, and Google. This strategy allows you to specifically target potential customers within your proximity, ensuring your promotions, updates, and offers are seen by those most likely to visit your establishment.

Running geotargeted ads helps you connect with nearby users, driving foot traffic to your location and increasing brand awareness in your local area. Tailor your ad content to highlight local events, special menu items, or community involvement to make a stronger connection with your audience. By capitalising on geotargeting, you can effectively attract and engage a local customer base, boosting your F&B business’s success.

 

8. Level up on your Instagram Feed, Consistently

Elevate your F&B business’s Instagram presence by consistently posting high-quality, visually appealing content. This should include a variety of photos and videos showcasing your location’s décor, tantalising dishes, and refreshing drinks. Additionally, share behind-the-scenes content such as your chef masterfully flipping a pizza or perfectly searing a steak to give your audience an authentic glimpse into your kitchen.

Make strategic use of hashtags to broaden your reach. Include hashtags for menu items, chef names, and locations to attract new followers and potential customers. This not only increases your visibility but also connects you with people interested in specific cuisines, dishes, or dining experiences. Engage with your audience by responding to comments and messages, and consider collaborating with influencers or food bloggers to further amplify your reach. By maintaining a consistent and engaging Instagram feed, you can build a strong, loyal following and enhance your brand’s presence in the competitive F&B industry.

 

9. Create campaigns based on monthly observances

Planning this in advance will help carry out your research and plan for creative ideas better.

First, map out the important public holidays and set up promotions around it. Consumers strategise their spendings around most major holidays so offering special discounts during these dates will benefit your sales. Then, look for other smaller holidays relevant to your business here at Time and Date. There is literally a day for almost everything!

 

10.  Send Monthly Email Newsletters

Keep your audience informed about new updates, promotions, and more by regularly sharing value-added content. This approach not only boosts your F&B business’s credibility in the industry but also engages your audience more effectively than purely promotional emails. Aim to send no more than two emails per month to avoid overwhelming your subscribers.

After putting in the effort to create compelling content, don’t overlook the importance of a catchy email subject line. It’s the first thing your readers will see, and you want to ensure it captures their attention right from the start.

 

 

11. Set up a Social Playbook to manage your community

Gather all your listed channels and establish Standard Operating Procedures (SOPs) for each, adhering to best practices. Update these SOPs every six months to stay ahead with new strategies. Develop a social media playbook, which acts as a living document containing:

  • Tone and voice guidelines
  • Content guidelines tailored for each platform or channel
  • Rules of engagement for handling various customer interactions, whether they are angry, curious, purchasing, or satisfied

This playbook will assist you in effectively managing your audience across all channels.

12. Or, Get an Agency as a Partner

Enhance the flexibility of your business model by considering the benefits of partnering with an agency specialised in F&B. Agencies bring a wealth of expertise in content creation, digital campaign management, and development, providing innovative solutions to improve your processes more quickly and efficiently. By leveraging their professional skills, you can achieve better results and stay ahead of the competition. If you’re looking to collaborate with an agency specialising in the F&B industry, read this article for valuable insights and recommendations.